As the passing foot traffic scuttled through Midtown Manhattan, where an estimated 1.6 million pass through each day, nestled in the heart of Times Square a Kiwi retail revolution was taking place.
Taking the stage at the Microsoft Technology Center in New York, VMob CEO Scott Bradley spoke of a blurring of the lines between the physical and digital worlds of retail, banishing the popular belief that online now rules the shopping roost.
Despite tough economic conditions, news coming out of the Big Apple earlier this year showed that revenue for the world’s 250 largest retailers reached $4.3 trillion in the last fiscal year, “and only 5% of this can be attributed to online sales.”
Addressing the American audience as he continues VMob’s expansion in the country, with its New York office set to open before Christmas, Bradley acknowledged that while “retail is tough”, there remains a “great opportunity” for retailers to take advantage of smarter mobile marketing.
“We’ve focused on the 95% of sales which arise from customers walking through the front door, engaging with the retail teams, buying the products and walking out again,” said Bradley, speaking alongside Natasha Hritzuk, Global Consumer Insights Director, Microsoft Advertising.
“Everybody wants to be innovative but without the risks associated with new emerging technologies coming into the market.
“We excel in helping organisations that have a physical presence use mobile to better engage with their customers.”
As straight talker from New Zealand, Bradley, who has shaped his career around uncovering and amplifying customer-focused engagement solutions for some of the world’s biggest brands during his 25 years in the technology, understands the game he operates within.